Direct Mail Types
If you’ve ever looked into direct mail, you’ve probably seen two options come up again and again: Every Door Direct Mail (EDDM) and Saturation Mailing. At first glance, EDDM looks like the obvious choice. It’s simple. It’s inexpensive. And it doesn’t require a mailing list. So why do so many businesses switch to saturation mailing once they get serious about results?
Let’s break it down:
What Is EDDM?
EDDM is a USPS program that lets you mail to every address on selected carrier routes, no list required. You simply pick routes on a map. For small businesses testing direct mail for the first time, EDDM can feel like a safe entry point.
Pros of EDDM
- Lower upfront cost (around $0.20 per piece)
- No mailing list needed
- Large postcard sizes that stand out
- DIY-friendly using USPS tools
Cons of EDDM
- No targeting (income, age, family size, interests, etc.)
- No personalization (“Local Customer” only)
- Includes unwanted addresses (vacant homes, low-performing households, some businesses)
- More logistics (bundling, facing slips, multiple post office drops)
- Higher postage than saturation mail
- Lower response rates
What Is Saturation Mail?
Saturation mail requires a list. It still targets entire carrier routes, but it uses verified mailing data with real names and addresses for a more targeted approach. It’s a more strategic version of “mailing to everyone.”
Pros of Saturation Mail
- Smarter targeting with filters to leave out unwanted addresses.
- Personalization with names
- Flexible sizes (postcards, envelopes, letters)
- Lower postage rates
- Mail tracking & Informed Delivery integration
Cons of Saturation Mail
- Higher entry cost
- Requires a mailing list and a permit
- More planning and lead time
The ROI Reality: Which One Makes More Money?
Saturation mail often costs less overall than EDDM, and generates higher response rates. Plus, saturation mail doesn’t get bundled and buried the way EDDM often does. It stands out more in the mailbox, which means more opens and more action.
Saturation Mail Additional Cost:
- Mailing list + addressing: 1–1.5 cents per piece
Saturation Mail Savings:
- Postage savings: 1+ cent per piece
- Delivery savings: 0.3–0.5 cents
- Reduced waste: 1–3 cents
When is EDDM Better?
EDDM can still be useful when:
- You’re testing a brand-new market
- You have a very limited budget
- You’re promoting a hyper-local event or service
- You need fast, simple distribution
Common EDDM Users:
- Local restaurants & takeout
- Limited-time promotions
- Local retail & service businesses
- Nail salons & hair salons
- Fitness studios & gyms
- Pet groomers & dog walkers
- Event-driven promotions or fundraisers
- Grand openings
- Seasonal sales
- Home services (early-stage or budget-conscious)
When is Saturation Mail Better?
Saturation mail is the smarter option when:
- You care about complex targeting
- You’re scaling a campaign
- You want to personalize messaging
- You want better tracking
- You want to optimize performance
Common Saturation Mail Users:
- Financial services
- Specialty medical offices
- Real estate & property management
- Home builders
- Nonprofits & fundraising organizations
- Schools & daycares
- Retail & regional brands
- Furniture stores
- Automotive dealerships
- Home services (established or scaling)
How Strategic Factory Helps Clients Choose the Right Strategy
At Strategic Factory, we don’t believe in “one-size-fits-all” direct mail.
Sometimes that leads to EDDM. More often, it leads to saturated mail with smart targeting and optimization.
Every campaign starts with:
- Your audience
- Your goals
- Your budget
- Your timeline
- Your growth plan
Ready to Mail Smarter?
If you’re considering a direct mail campaign and want to know which option will actually deliver ROI, we’re here to help.
Let’s build a strategy that works, before you spend a dollar on postage.
